Benevolent Marketing - Building Charitable Giving Into The Business Model
Benevolent marketing is a recent trend of business that incorporates a charitable donation in the business process
. There are a number of variations to the benevolent business model that range from a fixed donation amount to products geared toward fund raising campaigns directly for the organization.One benefit that is a consistent result of benevolent marketing is capturing the mind share of the consumer. All efforts toward recognition and buyer response are predicated on a positive reaction to promotional material and contact. With a unique aspect of the business model that goes beyond the product offering, many businesses increase their top line by sharing their bottom line. This can be exclusive to their locale by giving to the local community.
Some businesses will give to a particular type of charity. Others let the end user select which of a number of charities will receive the contribution. There are businesses that have grown by making their product available as a fund raising offering, and they donate an additional amount to charitable causes. Each use of the model offers the consumer an additional reason to buy a particular product beyond the product itself.
Many of today's Internet entrepreneurs have found that they could grow their business and feel better about their activity by using a benevolent business model. The lower overhead that typifies an Internet business, has lent itself well to a form that includes giving as part of the structure. Some entrepreneurs have seen their business prosper solely because they have added a benevolent marketing piece. The growth was not attributed to the consumer response per se. Rather they felt that the attitude reflected by making the donations improved every aspect of their approach and motivation to succeed, that by having a larger goal to pursue it had an overall positive effect.
Traditional brick and mortar companies have found that a benevolent component will assist in their corporate imaging from a non-marketing standpoint. In this era of bailouts and government involvement, there is an evolving perception that profit is bad. Utilizing a charitable outlet for a portion of the profits will enhance the sensitivity of the corporate representation in the community, offering a valid and tangible aspect of the specific business to overcome the recurring broader image of corporate negativity.
It is this overall positive aspect of benevolent marketing that resonates with the community, bringing increased business activity. In many cases the consumer will be making the purchase regardless of other factors. Given the chance to have a positive influence while still getting the product or service they seek has drawn the consumer to those companies that share their proceeds. So it is the competitive edge offered by a better sense of well being for the buyer that makes this approach successful.
There are a variety of ways to incorporate a benevolent approach to doing business. Done correctly it will make the consumer feel better about doing business with your company or organization. It will also create an internal environment with a positive sense of success based on contributing to greater community.
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